Online Ordering Systems and Consumer Acceptance - Using Box Lunch Order Systems as a Case Study

Ling-Hui Yang, Ting-Sheng Weng, Hsiang-Pang He

Abstract

Fresh food is approaching a professional food value orientation. Taiwanese people have become increasinglyconcerned with nutrition when eating out, and have begun to consider the nutrients and calories in box lunches,in addition to price and taste. This study constructed a platform for an online box lunch ordering system. Thesystem contained a screen that allowed consumers to use checkboxes to select the dishes they wanted, whichcould then be used to calculate the nutritional information, calories, and prices of the meal combination, in orderto achieve customization. At the same time, this study used purposive sampling to conduct a survey on actualonline users regarding the box lunch ordering system. The measuring tool was developed based on thetechnology acceptance model (TAM). The linear structure equation was used to confirm the correlations betweenthe dimensions of the TAM. The results showed that the users’ perceived ease of use on the box lunch orderingsystem would significantly influence the perceived usefulness, which would directly influence usage attitudes.However, usefulness does not have a significant influence on usage behavioral intentions. The concept of foodvalue will promote the development of agricultural business opportunities for local food materials.

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